Whether it be literal or figurative, the manners in which your brand demonstrates customer service is a large driver in your brand reputation, on and offline. Does your brand honestly care about it’s fans and community, or are they just constantly trying to make the quick dollars? This post is going to compare the outcomes of the two approaches. Read along for a fun little lesson in public relations!
So tell me: who would you rather get in a vehicle with? To begin with, consider the fact that this is an individual that you are quite literally trusting with your life, safety and well-being with.
In the same manner, the individuals who are driving your brand reputation (typically customer service reps and other front-line personnel) contribute the most to your how your brand is viewed across the board. Angry customers are just one tweet away from making your slip-up quite public…and it’s all in how your brand decides to handle it from there that truly makes all the difference.
Who has the bad rap right now? Well, Uber has most definitely had it’s struggles over the past few months, but they’re going to some large lengths to fix this, starting with company culture. We do better work when we’re happy in our occupation, right? I’d say Ollie B, a guy who "raps in his spare time," demonstrates this well:
How about those lines?! I’d choose Uber any day with customer service like that! Ollie B goes out of his way to make sure that his riders have a memorable experience. I haven’t seen a response come from Uber in regards to this viral awesomeness, but I think it’s kind of humble that they’re hanging out on the sideline while this "nerdy uber driver" flaunts his professional association with the company. Ollie cares about his riders’ experiences, and it shows in his performance. I’d be cool with someone like him driving my online community!
Naturally, now we’ll move into the huge, looming PR disaster that includes the doctor getting physically dragged off of a regional airline owned by United Airlines. I’m sure most of you have heard the story by now, so I won’t go into the horrific details.
But first off…if your company cares at all about their customers’ experiences, they wouldn’t oversell seats/tickets/etc. Plane tickets aren’t cheap, and the entire reason that most of us choose to fly instead of drive is to save on one of our most valuable commodities: time.
The doctor that was dragged off the airplane yesterday needed to be at the hospital for a patient the next day, and this flight was going to ensure that he would arrive on time. Instead, the company had decided that the time of four of their employees was far more important than this man’s as well as the rest of the passengers on-board, as they drew names at random to figure out who would have to get off of the plane.
Next off, let’s examine the way that United’s CEO responds to the situation. Here’s his statement:
You must own up to mistakes that are made on your company’s behalf, and you have to have the genuine desire to make things better going forward.
Jay Baer says it well when he says
Haters are not the problem, ignoring them is!
If you honestly care about your customers/fans/followers, you will do your best to make their experience better. Offer them compensation, incentives, discounts, VIP access! Give them something to go off of, to be happy about, and they will become a member of your devoted tribe.
So tell me…who would you rather ride with? The one causing the beat-downs, or the one driving some sick beats?
Leave your comments/thoughts below, or feel free to reach out to chat! Thanks for reading,